The Influence of Presumed Fake News Influence: Examining Public Support for Corporate Corrective Response, Media Literacy Interventions, and Governmental Regulation

In today's society with polarized opinions, fake news has significantly affected people's trust in online news. Informed by the third-person effect (TPE) and influence of presumed influence (IPI) theories, this study examined atheoretical model to understand the antecedents and consequences of the presumed effects of fake news on others (PFNE3). Data were collected from 661 respondents through survey research based on fake news about acompany shared on Facebook. Results showed the significant impacts of self-efficacy, social undesirability, and consumer involvement on PFNE3. Furthermore, PFNE3 positively predicted public support for corporate corrective actions, media literacy interventions, and governmental regulation. Findings demonstrated the mediating role of PFNE3 in the model. Theoretical and practical implications were discussed.